SAP Marketing Services Bureau

Creating a program to increase the quality and results of partner-led demand generation activities in North America and Asia Pacific.

Objective

To increase the level and quality of partner-led demand generation activity in the North American and Asia Pacific regions. A structured demand generation program would give SAP partners easier access to best practice campaigns, and SAP country, region and global stakeholders greater visibility and control over their ROMI (return on marketing investment). Fully enabled and compliant agencies would generate better results and the program would ensure a consistent representation of SAP solution messaging, within the SAP brand requirements.

Results

Make It Happen has developed a comprehensive demand generation program that includes the program design, development and execution, program communications, legal requirements, training and enablement processes and delivery. The definition and provision of full service and self-service packages (sets of campaign materials that can be accessed through an agency or online) allows the partners to make an informed marketing investment decision. All campaigns are delivered by an accredited agency and have a defined set of deliverables at an agreed cost, with performance metrics included. This enables partners to be in market fast and ensure that the majority of their marketing budget is allocated to execution – not build.